Mapping the Inbound Marketing Ecosystem

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Mapping the Inbound Marketing Ecosystem

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A presentation given by Rick Burnes on Feb. 8, 2010 at the Social Fresh Conference in Tampa, FL. The presentation covers the inbound marketing ecosystem: blogging, search engine optimization (SEO),......

A presentation given by Rick Burnes on Feb. 8, 2010 at the Social Fresh Conference in Tampa, FL. The presentation covers the inbound marketing ecosystem: blogging, search engine optimization (SEO), blogging and social media.

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  • 1. Mapping the Inbound Marketing Ecosystem How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes February 8, 2009
  • 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 3. What’s the Next Marketing Hairstyle? Flickr: davecobb Flickr: nopiedra Flickr: Sachaverelle SEO 3
  • 4. This Ain’t No Haircut! Wikipedia Wikipedia 4
  • 5. How Do You Navigate a Complex Landscape? A Map! Flickr: WanderingtheWorld 5
  • 6. Traditional Marketing (Outbound) 6
  • 7. Marketing Today (Inbound) 7
  • 8. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8 8
  • 9. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 10. Outbound Is Expensive 10
  • 11. Inbound Is Cheaper
  • 12. Why Inbound Is Cheaper
  • 13. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 13
  • 14. SEO Social Media Blog Flickr: WanderingtheWorld 14
  • 15. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 16. How Do You Get to the Top?
  • 17. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 17
  • 18. Two Sides of Optimization On-Page Off-Page 18
  • 19. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 20. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 21. Optimize (Off-Page) • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot sells great marketing software” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 22. How Do You Get Links? Have something worth linking to.
  • 23. Blogging Means More Inbound Links 23
  • 24. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 24
  • 25. SEO Blog Flickr: WanderingtheWorld 25
  • 26. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 27. A Nice-Looking Restaurant Site
  • 28. Another Nice-Looking Restaurant Site What’s the difference?
  • 29. Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 30. How Many Tickets Do You Have?
  • 31. What Should You Write About? Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC) 31
  • 32. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 33. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 34. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  • 35. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 36. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 36
  • 37. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now
  • 38. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 39. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 39
  • 40. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 41. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 41
  • 42. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 43. Distribute Your Content 43
  • 44. Conversation & Distribution Conversation AND Distribution 44
  • 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
  • 46. Blogging Increases Twitter Reach 46
  • 47. Twitter Plays a Bigger SEO Role Results from Twitter 47
  • 48. SEO Social Media Blog Flickr: WanderingtheWorld 48
  • 49. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 50. Assess Search Engine Optimization http://websitegrader.com/
  • 51. Measure Blog Subscriptions • A measure of you blog’s total reach • A “sticky” number
  • 52. Track the Whole Funnel Website Visitors Leads Customers 52
  • 53. How to Track Your Funnel Track visitors. 53
  • 54. How to Track Your Funnel Track leads. 54
  • 55. How to Track Your Funnel Track customers. 55
  • 56. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 56
  • 57. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 57
  • 58. Final Thoughts … 58
  • 59. It’s an Ecosystem SEO Social Media Blog Flickr: WanderingtheWorld 59
  • 60. Build Leverage 60
  • 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 61
  • 62. HubSpot Puts the Pieces Together 62
  • 63. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes